Movie-goers in the Twin Cities will soon experience "smell-o-vision" during one of the trailers. Pillsbury will run a commercial prior to the movie in Minneapolis and St. Paul theaters that will showcase some of their holiday products and according to the Star Tribune, "General Mills will give commercials in movie theaters an extra touch by pumping that alluring scent as cinnamon rolls appear on screen."

General Mills spokeswoman, Tammy Swanson told the newspaper: "Think of it as a great, big air freshener. It pumps on low during the commercial and then turns off afterward so the smell dissipates."

No word on whether the concession stand will be selling cinnamon rolls or not. They should, they'd make a killing!